byAmazon launches “Amazown Label” with OOH campaign
Amazon recently announced that customers in parts of London can now order fresh, perishable groceries with their Same-Day Delivery service. That means household staples like headphones, batteries and nappies can now share a basket with bananas, milk, eggs and a wide range of everyday groceries — all delivered to the door within hours.
To help raise awareness of this, we’ve partnered with byAmazon, Amazon’s own-label grocery brand, to launch a new OOH campaign putting its fresh groceries front and centre.
The campaign is the latest expression of byAmazon’s “Food Too, Who Knew?” brand platform, our Red Thread Idea for the brand since 2023. This new work builds consistency into that platform, using high-visibility out-of-home to reach commuters across Greater London — busy people with families to juggle, who stand to benefit most from fast, reliable delivery of fresh groceries alongside their regular Amazon shop.
We built the creative executions around a single headline: “Amazown Label.” It’s a simple, bold campaign — bringing together the “own-label” language familiar from every high street supermarket shelf with Amazon’s own brand name — designed for maximum distinctiveness and memorability in a crowded environment.
Shot by James Day, the individual executions feature organic lemons, British fresh milk and responsibly-sourced salmon, each product boldly labelled to give the food shots real impact. The work will appear across some of London’s most prominent OOH sites, including the large-format motion sites at Waterloo Station, London Underground’s escalator ribbons and gateway sites, the high-impact roadside site at Hammersmith Towers, and London bus sides.
Laura Harris, International Head of Brand & Marketing – Amazon Grocery Private Brands, said: “We’re proud to launch this next phase of the campaign and raise awareness of our own label groceries. Now that fresh grocery is available alongside everyone’s regular Amazon shop, it’s time to take our message to a wider audience.”
Matt Davis, Owner and ECD of Red Brick Road, said: “Building on our Red Thread Idea, ‘Food Too Who Knew?’, this new campaign is the first time Amazon have allowed their brand name to be usurped in service of an individual product. By bravely using the ‘own label’ terminology and bringing it together in a beautiful mash-up with Amazon’s brand name, we leave commuters in no doubt that Amazon makes their own high-quality fresh groceries. James Day’s strong photographic approach to packaging and produce makes the shots brilliantly bold and unambiguously Amazon.”
The OOH will run across Greater London throughout September, taking in a run of high-profile ‘hero’ media sites. We worked closely with our media partner BBJK on the buy. Connor Hassall, Business Director at BBJK, said: “BBJK led the media strategy and planning for the campaign, using audience insight, data and channel expertise to ensure the creative work reached the right people at the right time. Working closely with the wider project team, we developed an integrated media approach designed to maximise both reach and campaign effectiveness.”